Creative Brief

Executive Summary
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ThredUp is an online consignment store that sells clothing for women and
children, and strives to make consumers’ shopping experience as easy as possible by
allowing customers to buy and sell clothing without leaving their home.
The majority of ThredUp’s consumer group consists of white females, ages 45-54,
who are married with 2-3 children. The most important things in her life consist of her
family, fashion, and keeping up with trends on a budget. ThredUp is perfect for this
consumer group because it allows them to indulge without spending too much. Our
consumer group does not typically use consignment shops, but seemed very open to
the idea. ThredUp can take advantage of this willingness to try new things by making
themselves the superior business in their market and using social media to give them a
competitive advantage.
ThredUP is not the only contender in the online resale market. ThredUp is
currently being threatened by similar websites and applications, and needs to establish
its dominance. ThredUp also wants to increase sales and consignments in the “Boys”
and “Girls” department by 20% in four months time, so we have created a campaign
that will do just that. In brief, our campaign consists of four holiday photo-sharing
contests that allow customers to reflect in a heartfelt and sincere way while also
promoting the brand. Our low-cost, but effective, campaign plan allows us to utilize
social media to improve interaction with current customers, create relationships with new
ones, and keep everyone engaged in the campaign at all times.

Table Of Contents
Executive Summary 1
Introduction 2
Consumer Report 3-11
Consumer Persona 12
Brand Report
Brand Decription 13-14
Benefits of the Brand 15
Brand Personification 16-18
Competitive Set 19-20
SWOT Analysis 21
Positioning Matrix 22
Positioning Statement 22
Campaign Strategy 23-31
Conclusion 32
Reference Page 33-34
Appendix 35

Introduction
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The client that we have conducted extensive research on and planned a campaign for is
a company called ThredUp. ThredUp is an online consignment shop that allows customers to
buy and sell gently used clothing without ever leaving their door. ThredUp strives to make
shopping experiences for their customers easy and guilt-free.
ThredUp’s consumer group, who we discovered through our research, consists mainly
of Caucasian females, ages 45-54, who are married and have 2-3 children. They are interested
in fashion and love to dress their children in current trends, but they are also conscious of their
family’s spending habits. Their main priority is always to provide the best they can to their
family, even if it means making sacrificing spending on themselves. This particular consumer
group should be important to ThredUp because our consumer group could really benefit from
the products and services offered by the company. . She is extremely busy and needs a one-
stop-shop where she can get nice things for a discounted price, effortlessly.
In the following creative brief, we will present to you the most important findings in our
primary and secondary research that led us to discover the demographics, psychographics, and
media use studies. We will present to you a Brand Report, which takes you even deeper into
our consumer group, our brand, and how they work together later in our campaign. The last
part of our creative brief is a campaign strategy that we created, based on what we feel will be
greatly successful, which is derived from our research and comprehensive studies about our
consumer group and ThredUp as a brand.

Part One – Consumer Report
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Demographics
After analyzing data regarding parental spending habits in the particular market
of children’s clothing, many conclusions about consumer group demographics can be
drawn. Five basic demographics of this consumer group are income, gender, age,
marital status, and race. These are important aspects to consider when creating an
advertising campaign because they help advertisers better understand their audience
and formulate a successful strategy for advertising. Some of the demographics were
obtained through a Google Forms survey that was distributed among parents on
Facebook. Of the over 180 responses, we were able to use specific answers that
classified our consumer group.
A consumer’s yearly income makes up a large demographic in the children’s
clothing industry. In the children and infant clothing store industry, people with an
income of over $100,000 a year make up the largest part of the market at 36.6 percent.
Families that make $80,000-$100,000 are 23.8 percent of the market. The lowest
market segment is families that make less than $70,000 with 14.4 percent (Haider,
2015). The general trend is the higher the yearly salary; the more likely they are to
spend money in the children and infant clothing store industry.
The majority of our consumer group is people who identify as female. In the
survey, 91.6% of responses that qualified as a member of our consumer group
identified as female, while only 8.4% identified as male (Survey, 2015). This could be

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because typically in society women are most responsible for their care of their children,
and that can include shopping for and dressing them.
While the age of the parents who responded varied, we found that the largest
percentage of parents in our consumer group is between the ages of 45-54 years old
at 59.7% (Survey, 2015). This will have to be taken into consideration, because this is a
more mature audience and should be treated as such.
Google Forms, 2015
A large portion of our consumer is married. When asked what their relationship
status was, 90.4% responded and said they were currently married. This may
potentially mean that there is communication involved in how their children are

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dressed, and both parents probably have to approve the amount of money spent and
even outfits that their children wear.
There were variations in response, but our target consumer is most likely to have
2 or 3 children. Parents with 2 or 3 children make up for 85% of our survey respondents
(Survey, 2015). This makes sense, because the more children one has, the more one
must spend on expenses, and 2 or 3 children would not cost as much, therefore the
budget to buy designer clothes for them may be larger.
The most important demographic is marital status. While the primary consumer
in our market is female, being married means there is communication between partners
on things such as budgets and what their children look like, so we have to imagine a
married couple making decisions as a partnership, and values their family as a large
part in their life.
Psychographics
After analyzing psychographic information regarding the personality of the
consumer, conclusions about the buying and spending habits of parents that dress
their children in the latest fashion trends was easier to predict. These psychographics
are a reflection of behaviors, values, and attitudes “Dapper In Diaper” parents use in
everyday activity. These parents perhaps take time out of their day to pick out an outfit
that is higher end for their child.

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One factor that plays into keeping children up with the latest trends is if the
parents themselves are trendy and take interest in something like fashion. “Stylish and
affluent parents are keen to have the best-dressed children and are willing to spend on
designer brands to achieve this” (Westbrook, 2015). This study concludes that parents
who are wealthy are more likely to dress their children in high-end clothing. According
to the article “The Top Ten Most Stylish Mother and Daughter Pairs; My Mom the Style
Icon Weighs In”, written by Sarah Ferguson in the only publication, Fashionista, “There
are exceptions to every rule, but it seems style is more often than not passed down
from mothers to child.” (Fashionista, 2015). Markets that are aware of this and are
going after that particular demographic can campaign themselves to attract the
wealthiest of consumers.
From New York Fashion Week, to child models, children play a bigger role in the
world of fashion than ever before. High-end fashion designers are creating lines for
children which generates a whole new level of intensity for those who want their child
to be the best dressed. “Many clothing retailers are extending their adult brands into
the children’s sector” (Westbrook, 2015). This allows the most esteemed designers to
target a whole new demographic, bringing in even more profit and attention.
According to The Fashion Spot, “Diane von Furstenberg is launching a limited edition
line for Gap Kids and Baby Gap in March 2012 and Target’s extensive capsule
collection with Missoni, launching in September, will include items for kids and babies”

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(The Fashion Spot, 2011). And it doesn’t stop there, many brands are continuing to
extend their lines into children’s wear and it doesn't always mean it will be pricy.
When it comes to online consignment shopping, we found that our consumers
do not typically and and/or sell to consignment shops, but seemed open to the idea of
trying out an online consignment shop. 75.9% of respondents answered that they are
more likely to try an online consignment shop than not (Survey, 2015). This is
important because our consumers are open-minded and could most likely be easily
prompted to try out this new experience. There are many ways shopping online could
save them time and money, and making them aware of this can help increases
purchases and sales. As long as the quality of clothing, which 65.9% of our consumer
group said was the most important factor when buying clothes from an online
consignment store, remains intact, our market within this consumer group seems to be
promising (Survey, 2015). When designing a campaign plan, we must emphasize the
importance of our client’s clothing quality in some sort of way so our consumers would
have more positive attitudes about the brand.
One interesting psychographics trend we found was our consumer group’s
special interest in philanthropy and giving back to the community, especially when the
cause involves children in need. While conducting our content analysis of Facebook,
we found many examples of this. One example was a share involving Leah Still,
daughter of Cincinnati Bengals Football Player Devon Still, and her involvement in the

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Rock Kids Fashion Show. All of the commenters seem to take a special interest in Leah,
saying her involvement in the fashion show was brave, and set a good example for
other children battling cancer. We also discovered a very high trend of celebrities
getting involved in kids organizations and causes. The idea of recycling clothes not
only benefits those looking for nice clothes who cannot necessarily afford them at full
price, but the environment from a production standpoint. After conducting our content
analysis, we feel that parents take a special interest in giving back, and knowing that
they are part of cause.
Google Forms, 2015
An overwhelming amount of participants agreed that they were likely to hold off
buying clothes for themselves to buy clothing for their children. 46.3% of participants

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said they are always likely to do this. We can infer that perhaps if the clothes they were
buying for their children weren’t as expensive they would be able to buy clothes for
both themselves and their children more frequently. However, there is often a sense of
guilt when parents spend more money on themselves than their child.
The key insight about this consumer group is that nearly half (46.3%) of surveyed
said that they are almost always likely to hold off buying clothing for themselves in
order to buy clothing for their children.
Media Use
One of the most important influences on our campaign is how our consumer
group uses media, and what types of media they use. The three major media outlets
used by our consumer group is Facebook for social media, Pinterest for children’s
clothing ideas, and adult fashion publications for themselves and their children.
The first, and most popular, media outlet used by our consumer group is
Facebook. In a study done by Pew Research Center estimates that approximately
73.5% of our consumer group uses social networking sites (Pew Research Center,
2014). Another study, conducted by the Media Literacy Clearing House, found that, on
average, our consumer group dedicates 18.4% of their total Internet time to Facebook
(Media Literacy Clearing House, 2015). To put that number into perspective, the next
most popular program they dedicate their Internet time to is Pandora Radio at 4.1%,

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which is nearly a 14% difference. In our consumer group, the way people use the
Internet is extremely valuable information because it allows us to make decisions
regarding the best platform to launch our campaign.
Google Forms, 2015
The second most popular media outlet used by our consumer group when
searching for inspiration for their children’s clothing is Pinterest. In a study done by
Statistica, experts estimates that our consumer group makes up approximately 13% of
all Pinterest users (Statistica, 2015). Although our consumer group is not the largest
consumer of Pinterest, it still was indicated as a popular source of outfit inspiration as
indicated by our survey respondents (Survey, 2015). The popular use of Pinterest helps
us to decide where to feature ThredUp’s products and services to generate the most
sales.

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The third, and last, most popular media source used by our consumer group
when searching for inspiration for their children’s clothes was adult fashion publications
and blogs (Survey, 2015). This information was very insightful for our campaign for two
main reasons. The first reason is because the growing use of the Internet almost made
us forget about print media. We also found it odd that our consumer group uses adult
magazines to influence the style of their young children. We were very shocked by that
information, however, when we decided to look at it from the perspective of the
advertiser on the other end of the children’s ad’s that were featured in adult fashion
magazines, it started to make sense that their consumer group is probably very similar
to our own, which is why they would feature that ad in the publication that they did.
Our key consumer insight for media use is that Facebook is the most popular
social media outlet for our consumer to use when connecting with their friends and
family.

Part Two – Brand Report
13
Brand Description
Our client is the company ThredUP, an online consignment store specializing in
women's and children’s clothing. ThredUP belongs to the fashion industry, and offers
up to a 90% discount on like-new clothing from various brands and designers. Not only
can used clothing be bought from this company, but customers can sell their used
clothing to the organization with no shipping costs and get cash for the items picked to
be resold on the site. ThredUp strives to consistently bring consumers the latest
fashions at low prices while keeping an inventory of thousands of garments at any
given time. ThredUp also provides customers with the easiest shopping experience
possible by maintaining an organized website, and offers the service through their
smartphone application. Customers can use all of ThredUp’s services without having to
leave their home, or interrupt their schedule.
ThredUp was founded in Cambridge, Massachusetts in January of 2009 by
James Reinhart, Chris Homer, and Oliver Lubin. ThredUp began selling men and
women’s clothing, however the demand was low for men’s clothing so in April 2010,
ThredUp began making women and children’s clothing their focus. In July of 2010, the
company moved their headquarters to San Francisco. Today, ThredUp has seven
different departments within their online store, their smartphone app, and significant
international popularity.

14
ThredUp’s currently serves a majority consumer group consisting of
middle/upper middle class, Caucasian females, ages 30-50. The most common job for
this woman is staying at home and tending to the needs of the family. This woman is
generally the one responsible for balancing the family finances, meaning she is very
conscious of the money she can and cannot spend. This woman is also likely
responsible for full-time child care of her children, and spends a lot of time with them.
She admits that she puts her children’s clothing and appearance before her own, but is
still conscious of her budget when shopping for the latest trends.
ThredUp’s goals for the future consist of further growing their business and
striving to be number one among their competitors. Online consignment has
becoming increasingly popular with the smartphone “boom”, so ThredUp’s main goal
should not only be to remain among the top in their industry, but to become number
one in it. They can achieve this in a number of ways, but the best thing ThredUp can do
is to create a very strong relationship with consumers, and maintain a positive
reputation as a company. They need to investigate what sets them apart from their
competitors and establish a strong brand identity.

Benefits of the Brand
15
Emotional Benefits
The emotional benefits that ThredUp provides its consumers with is an overall
feeling of “Safety”. Since one of ThredUp’s main focuses and goals is to provide an
easier, more affordable way to achieve style and purchase designer brand names, the
consumer can always count on a “guilt-free” shopping experience with ThredUp. Since
our consumer group makes their children’s clothing a priority, but also their spending
habits and personal finances a priority, ThredUp can allow people to shop for current
trends without having to decide which of those priorities is more important to them.
ThredUp allows our consumer group to feel smart when they shop.
Rational Benefits
There are many rational benefits that ThredUp’s service provides, and of those
benefits, most of them center on giving consumers maximum bang for their buck.
ThredUp offers discounted prices for gently worn items, allowing the consumer to save
money, but look like they spent a lot. The company also has an inventory of thousands
of items in seven departments, there is always something for everyone - no matter
what your personal style is. This allows the consumer to have endless variety and
options when picking out clothes. Lastly, one of the most exciting services ThredUp
provides is the capability for consumers to not only shop on their site, but also to sell
their own clothes on the site, and make some money. ThredUp has many rational
benefits for people that are trying to save money, and even make money.

Brand Personification
16
Brand Archetype
The best-fitting brand archetype for ThredUp is, “THE REGULAR GUY/GAL”.
The Regular Guy/Gal is the best fit when taking all aspects of the brand into
consideration. The first word used to describe The Regular Guy/Gal is “belonging”.
The need to belong was an obvious concern while conducting our survey. Although the
concern ranged in severity from parents who care very little about what their kids wore,
to parents who believe that their children’s appearance is a direct reflection of who
they are as a parent, but most of the participants were somewhere in the middle. Either
way, the sense of belonging is a priority for our consumer group. One could also say
that because. The second word used to describe The Regular Guy/Gal is “Utility”,
meaning: the state of being useful, profitable, or beneficial. One of ThredUp’s major
selling points is the idea of a mutually beneficial transaction between them and
consumer. Consumers benefit from buying discounted designer clothing, and by
receiving money for selling their gently worn clothing – in exchange, ThredUp gets new
inventory to sell to another customer. The third word used to describe The Regular
Guy/Gal is “dependability”. ThredUp is a company in which its consumers depend on
them to deliver on their promises. Consumers depend on the fact that ThredUp sells
popular designer pieces for discounted prices. The consumer also depends on the fact
that ThredUp will try to sell their clothes so that they can make money. “The Regular
Guy” is the best fitting brand archetype for ThredUp because of its need to belong,

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the tendency to be utilized, and the constant dependability from others.
Brand as a Voice
The brand voice of ThredUp is friendly, positive, outgoing, and professional. A
consumer’s experience using ThredUp should be an enjoyable one, since you are
shopping for clothes, so the brand voice is positive, friendly, and outgoing. Although
the experience using ThredUp should be fun, there is still an element of
professionalism and business needed in the brand’s voice. Because our brand deals so
closely with the exchange of money, the brand still has a professional and stern, yet
warm voice that is inviting, but strong.
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Competitive Set
19
The direct competitors of ThredUp are Vinted, Tradesy, Poshmark, Threadflip,
Kidizen, and TotSpot. Kidizen and Totspot are also direct competitors because they
sell children’s clothing, which is a very popular category at ThredUp, they both have
applications that are free to download, both allow you to resell your gently worn
clothing, and buy designer kids clothing at discounted prices. Vinted, Tradesy,
Poshmark, and Threadflip are direct competitors because, like ThredUp, they sell
women’s clothing, they operate through free smartphone applications, they allow you
to resell your clothing, and they sell designer merchandise at a discounted price. Other
competitors include Once Upon a Child, a children’s consignment shop, but it is not a
direct competitor because it does not operate through an application or website.
One of the opportunities ThredUp has is they stand out from competitors.
ThredUp stands out from competitors by being the only online consignment store that
offers both women and children’s clothing. ThredUp’s competitors offer women’s
clothing OR children’s clothing, but not both. ThredUP’s other online competitors have
clothes that are sold through profiles set up through their users, and allow their users
to name the price and post pictures of the item. ThredUp is an online consignment
shop, which means items have to go through quality control before being put on sale,
people are making sure these items are fit to be resold. Through individual buyers and
sellers, quality may not be as easily guaranteed.

20
ThredUp also has the opportunity to create a very strong brand identity, and
work to establish a very positive brand reputation and relationship with consumers and
the public. ThredUp should also consider being more interactive with their consumer,
such as putting up a weekly podcast of fashion advice from headquarters. One of their
common complaints in review sessions is that One ThredUp’s weaknesses is that the
pictures of the garments are unsteamed, wrinkled, and sloppy looking. Vinted and
Poshmark have really great pictures and displays of their clothes, so that is something
that our competitor does better than us. Another weakness that ThredUp has is that,
although the smartphone application looks really good, the website could use a
makeover. The website is very black-and-white, and while the homepage is very
colorful, once you actually begin shopping there could be more color, design, and
interaction!

!
! 22!
Brand Positioning Matrix
High
!
Low
Price
TotspotThredUp
Once Upon A Child
Kidizen
Tradesy
ThredUp Brand Positioning Statement
To the cost-conscious parents who want their toddlers always looking fashionable,
ThredUp is the online women and children’s consignment store that lets your children stay
trendy without breaking your budget. Designed with parents in mind, ThredUp allows you to
buy brand-name children’s clothes for up to 90% the original price, and you can sell back your
clothing in exchange for cash.
High
!
Low
Quality

Part Three - Campaign Strategy
23
Campaign Overview
ThredUp is a family-oriented business. As a company they try to make it an
ongoing goal to incorporate not only adults but children’s clothing. ThredUp wants to
be seen as the one-stop-shop to get everything your kids need, and maybe even a
little something for yourself to indulge in.
In addition to family being a value held by ThredUp, our consumer group also
has a major focus on family, some of them even having full-time jobs that are
dedicated to managing their family's affairs. Because ThredUp and our consumer
group both share the priority and value of “family”, we simply couldn’t justifying
straying away from such a strong, shared interest that is very relatable and universal, so
the inspiration behind our campaign, was of course, “family”.
“Capture Your Kin: Giving Reason to the Holiday Season”
Our campaign, “Capture Your Kin”, is a holiday season campaign made up of four
photo contests that take place once a month from October to January. The photos will
feature the children of our consumer group. Each contest has a different theme in
accordance with the holidays. Contestants must dress their children in at least one
purchase from ThredUp, keeping each monthly theme in mind . The contestants also
must answer a prompt that ThredUp will invite participants to answer. The winner of
each contest will be decided based on the number of shares the post receives, the

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number of likes received, and how well they followed directions (people who don’t
follow all directions will be disqualified). The winner of each contest will receive a
$1,000.00 gift certificate to Target, and 50% off all ThredUp orders for a year
(maximum of one order a month).
We are fully confident that this campaign will be a success in raising sales in the
“Boys” and “Girls” departments of ThredUp, by 20% in 4 months, because our
research, indicates that above every other aspect in life, including: saving money,
budgeting, and dressing their children in the latest trends, the most important thing in
the life of our consumer group is their family; and family is what “Capture Your Kin” is
all about, making the holiday’s the perfect time to pitch this campaign. For a company
who has been established just over five years, ThredUp has become a very well known
consignment website and mobile phone application, now used by people nationwide,
but even the most successful companies don’t stop once they’ve reach their goals;
instead, they continue to set higher ones. The goal, in which our campaign promises to
achieve for ThredUp, is to increase the buying and selling of clothes in the “Boys” and
“Girls” departments. This goal is essential to the continued growth of ThredUp, and
should be a main concern to the company since providing both women’s and
children’s clothing is a huge feature that the company provides, making the shopping
experience easier by giving consumers the ability to make several purchases in one

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spot.
Objective of the Campaign
The main objective of this campaign is to increase the sales made in the “Boys”
and “Girls” departments of ThredUp by a combined 20% total in four months time. In
order to increase the overall sales in the children’s clothing departments at ThredUp,
we must target the consumer group responsible for these purchases: married
Caucasian mothers, ages 45- 54. In our secondary research we found that the most
important thing in this consumer groups’ life is their family. Emphasis put on the theme
of “family” in “Capture Your Kin” will cause mothers to create an emotional relation to
the campaign and spread it around social media like wildfire. By spreading the
campaign around the Internet, awareness for ThredUp increases, meaning that sales
and consignments increase. This makes us fully confident that this campaign objective
will help us reach our overall goal.
Campaign Strategy
The name, “Capture Your Kin”, was inspired by the idea of consumers
documenting their children’s holiday experiences through photographs and writing
prompts. The campaign allows our consumer group, not only to compete to win a
prize, but also to share their Holiday Season adventures with their friends via social
media.

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The campaign is structured over a four-month period, October through January,
during the Holiday Season. Every month ThredUp will release a challenge that
incorporates the specific holiday that occurs during said month. The release will include
the dates for the submission deadline and the date that the monthly winner will be
announced. The challenge will include picture directions and a writing prompt that
encourages participants to be interactive with not only friends, family, and fellow
contestants, but also with ThredUp as a company. Each contestant photograph will be
required to feature one (per child) garment that they purchased through ThredUp, and
will be required to provide the specific garment and designer/brand in the prompt.
Requiring participants to purchase and feature an item from ThredUp is not what will
increase sales. Naming the garment, the specific designer/brand, and where the item
was purchased from (ThredUp) will help to generate sales by encouraging friends and
followers to check the company out for themselves. This is an indirect, but brilliant form
of “word of mouth” for the company, which is how we raise sales. Another task
accomplished in this campaign is spreading out ThredUp’s social media coverage.
Currently, ThredUp’s social media press is limited mostly to Facebook, however, the
competition will take place on both Facebook and Instagram, encouraging social
media growth.
The winner of each challenge will receive a $1,000 dollar gift certificate to

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Target, a collaborating partner of ThredUp, as well as 50% off all ThredUp orders for a
year, with a twelve order maximum. Target is a great option to include in this project
because, Target receives press, ThredUp receives press, and winners get a large gift
certificate to one of the biggest retailers in the country. Our hope is that Target will
either partner with ThredUp on this project and pay for the gift certificates entirely, but
if not, we are hoping they are at least willing to split the cost with us 50/50. The winner
is selected based on the number of shares and the number of likes combined. The
contestant with the highest number wins.
There are so many reasons that this campaign is great. For starters, ThredUp has
to contribute very little work to the project. The press coverage is done entirely by the
contestants through likes and shares. The high number incentive to share the post
encourages contestants to blast their post to their friends, who will blast it to their
friends, and so on. Another reason that this campaign is awesome is because it is a
wonderful example of Guerilla Marketing, meaning that it is low-cost and untraditional
advertising. This campaign should cost ThredUp a maximum total of $4,000 dollars,
and in the advertising world, that is pocket change for a company to spend on a
campaign. This campaign will work because it gives the consumer’s power without
them even realizing it. ThredUp is able to put in minimal work and minimal funds on
this project, and the campaign thrives on the best marketing tactic in the game – word

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of mouth.
Campaign Tactics
The first tactic we will use in our campaign is beginning the advertising process
in early September for the contest. People need to know in advance that the contest is
taking place so that we can gain as many participants as possible. The more
participants we have, the more ThredUp will be shared. In the month of September,
our main focus, in regards to preparation for “Capture Your Kin”, needs to be on
gaining maximum exposure for the campaign. Without taking this necessary step the
campaign will fail. The main places we will advertise is through ThredUp’s homepage
on the website and all of ThredUp’s social media outlets (Facebook, Twitter, Instagram,
etc.). Other places we plan to advertise is through the ThredUp email list, and placing
ad’s on the website’s checkout page.
The second tactic we will use is recruiting influential social media leaders. These
will include Instagram leaders, including Katie Ellison (@mummydaddyme), Fritha
Strickland (@tigerlillyquinn), and Courtney Adamo (@courtneyadamo) (Morgan, 2015).
We will also recruit popular mommy blogs, including minutesofmotherhood.com, not-
your-average- mom.com, and jigsawparenting.com (topmommyblog, 2015). Lastly we
will recruit the top YouTube channels that are dedicated to parenting, including
WhatsUpMoms, The Mom’s View, and Story of This Life (Iderstine, 2015). These days

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it’s rare to be able to watch a YouTube video without hearing someone promote some
sort of product, business, service, or contest. It’s also become a common thing for
famous Instagram users to promote services and products through pictures, and of
course, collaborating with a blog is a tried- and-true method to getting your message
out. People listen, watch and read these media sources religiously and many viewers
truly look up to those who run them, use them for daily inspiration and advice, and
have trust in the information they are conveying (Youth Research Center, 2015). Using
this tactic would greatly increase the number of participants for the campaign.
Campaign Evaluations
Like in any advertising campaign, there needs to be a way to measure its
success, and be able to tell whether or not it was your campaign that caused the
success or if an external force caused it. FIrst of all, ThredUp will monitor to see if we
reach our objective of increasing sales by 20% by looking at their monthly sale records,
to see if their sales are increasing, and also monitor the amount of clothes being sent in
for resale. While this may sound like the only way to measure our campaign’s success,
it is important to to keep in mind that while all sales increases are beneficial to
thredUP, we have know whether or not these sales can be attributed to our campaign
specifically.
The first evaluation method we have created is a beneficial to all parties involved

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because it will cost the company little to no-money to collect information, it is discreet
among customers, it generates additional press for ThredUp, and it gives the customer
a chance to save money. Whether the consumer participated in the “Capture Your Kin”
holiday contest series or not, every customer is eligible for a 10% off discount. We will
market consistently throughout the campaign, informing everyone that they can
receive a 10% discount on holiday orders if they tweet/post the monthly hashtag to
ThredUp’s twitter or Facebook accounts. The interesting part about this particular
evaluation method is that no one on ThredUp’s end will actually be tracking the tweets
and sending out coupons. There is simply no way to track and manage that system
efficiently, and hiring an external server or software system to track the information is
extremely expensive and unnecessary. Instead, ThredUp will provide a promotional
drop down menu on the home pages of all current account holders, in addition to new
account holders, that says “Capture Your Kin” Promotion”. The consumer will then
select the discount and the purchase will be recorded in the original server database,
where ThredUp will be able to see how exactly, each customer ended up on the
website. Some precautions that need to be taken to make the results as accurate as
possible, is first by making sure that the only way that the customer can receive the
coupon is through their own account portal (they cannot print it off or use someone
else’s) and they have to make a purchase for the coupon to be valid. On the
promotional drop down menu, we also need to make a few other links and options

! 31
available to select from. If the customer is forced to scroll through a longer list of
specific coupons and promotions and still selects “Capture Your Kin” the results will be
much more accurate than making our campaign coupon the only one able to be
selected.
The second evaluation method we will use to measure our progress and success
in the campaign is by assigning exclusive codes to our involved partnerships. These
include collaborations with YouTube accounts, Instagram users, and bloggers. Each
collaborator will inform their audience about the discount code and the same basic
steps will apply as previously stated in the first evaluation method. To receive the
discount or use the code new customers will have to create an account and once they
enter their portal they will have access to a promotional drop down menu. The user will
select the option with the collaborators name or code and will then receive the
discount, which will be tracked through ThredUp’s system. If sales are not increasing at
the rate necessary, or sales are not being attributed to the campaign strategy through
the above stated methods, then adjustments to the campaign will have to be made.
!

! 32
Conclusion
ThredUP is a growing company with a promising future. As a team we have all
become very passionate about their success in the online consignment field and feel
they have the potential to set themselves apart from their competition through our
campaign. Once they have a strong brand, their competition will struggle to keep up
with them.
Our consumer group, made up primarily of married women with 2-3 children.
This consumer uses media primarily in the form of Facebook and Pinterest. They are
willing to sacrifice spending on themselves in order to make sure their kids get the best
they can. Through ThredUp, these women can still keep their children looking good
without having to sacrifice their personal style.
Our campaign will work not only because it allows consumers to interact with
the company and spread ThredUP’s name through word of mouth, but it also tugs on
the consumer’s heartstrings. It is a campaign that is very budget-friendly. Most
everyone values family and relationships over everything else, it is an easy concept to
relate to.

References
33
Age distribution of U.S. Pinterest users 2015 | Statistic. (n.d.). Retrieved December 9,
2015, from http://www.statista.com/statistics/244207/age-distribution-of-
pinterest-users-in-the-united-states/
Facebook logo, (n.d.). Retrieved November 5, 2015
https://www.facebook.com/search/top/?q=kids%20fashion
Google Forms. Consumer Demographics and Spending Habits.
https://docs.google.com/forms/d/1mAJr54ZwsFMVtw7NQw7NeZfN9RNjYaUSE
WZvlzdx9ao/closedform
Grabowski, G. (2013). Marketing to Non-Traditional Parents-US-September 2013.
Parents’ Spending on Purchases for Children. Retrieved September 23, 2015,
from Mintel.
Haider, Z. (2015, February 1). Children's & Infants' Clothing Stores in the US. Retrieved
September 16, 2015.
Linton, C. (n.d.). Retrieved September 24, 2015.
Lipson, A. (2014, July 29). Children’s clothing concepts born from moms’ inspirations.
Retrieved September 23, 2015, from Mintel.
Millennials Are On Instagram, Their Parents Play Words With Friends And Everyone Is
On Facebook (Source) Among the most popular apps for millenials are
Instagram, Kik Messenger and Snapchat ComScore YouTube, Skype and
Pinterest are popular among 25-34. (n.d.). Retrieved December 9, 2015, from
http://www.frankwbaker.com/mediause.htm
Morgan, M. (2015, August 25). The mummy Instagram accounts EVERY parent should
be following. Retrieved December 7, 2015, from
http://www.dailymail.co.uk/femail/article-3200924/The-10-mummy-Instagram-
accounts-parent-following.html
Ridley, J. (n.d.). Meet the parents spending thousands on kiddie couture. Retrieved
September 24, 2015
Smith, A. (1790). III. In The Theory of Moral Sentiments (6th ed., p. 56). Basil:
Tourneisen.

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Social Networking Fact Sheet. (2013, December 27). Retrieved December 9, 2015,
from http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
Top 25 Mommy Bloggers @ Top Mommy Blogs | Mom Blog Directory & Community.
(2015, March 1). Retrieved December 7, 2015, from
http://www.topmommyblogs.com/pages/index.php
Top 50 Gay Blogs Of 2014. (2014, November 21). Retrieved September 24, 2015.
TopTen . (n.d.). Retrieved September 24, 2015.
Van Iderstine, O. (2015, May 11). Mama Kat TV: Top 25 Moms of YouTube - mom.me.
Retrieved December 7, 2015, from http://mom.me/entertainment/17780-top-
25-moms-youtube/item/mama-kat-tv/
Westbrook, G. (2015, July 1). Toddlers to Tweens: Consumption habits of global 3-12
year-olds Executive Briefing. Retrieved September 23, 2015, from Warc.
Youth Research Center. (2015, April 2). The growing influence of YouTube stars on US
teens and millennials. Retrieved December 7, 2015, from
http://youthresearchcenter.com/the-growing-influence-of-youtubers-on-us-
teens-and-millennials/
40 Most Popular Social Networking Sites of the World. (2012, October 6). Retrieved
September 24, 2015.

What is your age? What is your gender? What is your race? What is your total house What is your current rela How many children do y
45-49 Female White $200,000-$249,999 Now married 3
65+ Female White $100,000-$149,999 Now married 1
45-49 Male White $150,000-$199,999 Now married 4
18-24 Female White $100,000-$149,999 In a long-term relationshi None
35-39 Female Mixed $100,000-$149,999 Now married 3
45-49 Female White $50,000-$99,999 Divorced 3
18-24 Female White $50,000-$99,999 Separated None
18-24 Female White Below $49,999 In a long-term relationshi 3
50-54 Female White Below $49,999 Divorced 2
45-49 Female White $250,000+ Now married 2
25-29 Female White $50,000-$99,999 Now married None

35-39 Female Black or African America $100,000-$149,999 Now married 4
50-54 Female White $100,000-$149,999 Never married 2
18-24 Male White Below $49,999 Never married None
55-59 Female White Below $49,999 Now married 2
50-54 Female White $50,000-$99,999 Never married None

45-49 Female White $50,000-$99,999 Now married 6 or more
60-64 Female White $200,000-$249,999 Never married 2
50-54 Female White $150,000-$199,999 Now married None
35-39 Female Asian or Pacific Islander $50,000-$99,999 Now married 4
50-54 Male White $50,000-$99,999 Now married None
45-49 Male White $250,000+ Now married 2
45-49 Male White $250,000+ Now married 4
55-59 Female White $250,000+ Now married None
45-49 Female White Below $49,999 Never married 1

30-34 Female White Below $49,999 In a long-term relationshi None
55-59 Female White $100,000-$149,999 Now married 6 or more
60-64 Male Native American or Ame $100,000-$149,999 Now married 2
65+ Female White $50,000-$99,999 Divorced 2
30-34 Female White Below $49,999 In a long-term relationshi 1

45-49 Female Native American or Ame $50,000-$99,999 Now married 4
65+ Female Black or African America $50,000-$99,999 Never married None
50-54 Female White $150,000-$199,999 In a long-term relationshi 3
18-24 Male White $50,000-$99,999 In a long-term relationshi None
55-59 Female White Below $49,999 Divorced 2

25-29 Female White $50,000-$99,999 In a long-term relationshi 1
25-29 Male White $50,000-$99,999 In a long-term relationshi 1
25-29 Female Hispanic or Latino Below $49,999 Now married 2

Which of the following b Approximately how muc How much do you enjoy How important is it to dr How strongly do you agr How likely are you to hol
Heterosexual $3,000.00 3 2 3 3
Heterosexual $1,000 2 2 1 1
Heterosexual 1500 1 2 3 4
Heterosexual $500-$1000 5 4 3 5
Heterosexual 1,500.00 4 5 3 5
Heterosexual $600 4 2 2 4
Bisexual $700 3 2 2 1
Heterosexual Too much 2 2 2 3
Heterosexual 1,000 3 4 2 3
Heterosexual $4,000,000 4 4 3 4

Heterosexual Unknown 4 3 4 4
Heterosexual 200-300 4 3 3 5
Heterosexual &1,500 4 3 3 4
Prefer Not To Answer $0 1 3 4 1
Heterosexual $750.00 4 3 3 3

Other 0 3 1 1 4

Bisexual $2,000 5 3 4 5
Heterosexual ?? More than some, less 5 1 4 5
Heterosexual We rely on hand-me-do 2 3 3 5
Prefer Not To Answer 500 5 3 4 5
Heterosexual $1500+ 5 3 5 5
Heterosexual $600.00 4 2 2 3

Heterosexual $1-2,000 5 2 3 5
Heterosexual No children but I spend 5 3 1 2
Heterosexual $500-$700 5 3 3 2
Prefer Not To Answer 0 5 1 1 5
Heterosexual $1500-$2000 3 4 3 5

Heterosexual $5,000 (?) 4 4 4 3
Heterosexual $200_500 3 3 1 5
Heterosexual 0 they are grown 3 1 1 1
Heterosexual $2000 ? 5 3 1 3
Heterosexual I honestly dont know 3 2 4 5

How often do you dress How often do you buy ch How often do you sell ch How likely would you be How likely would you be Of the following factors,
2 2 4 3 4 Quality of clothing
2 1 1 1 1 Price
2 3 1 2 1 Must allow returns
1 1 1 1 1 Price
3 3 3 3 3 Clothing must follow ne

2 3 1 4 1 Price
2 2 3 3 1 Price
3 5 1 5 3 Price
4 4 3 4 3 Price
4 3 1 4 1 Price
3 1 2 1 1 Price
2 4 4 3 4 Price
3 3 4 2 2 Price
5 3 2 4 4 Price

3 3 1 1 2 Price
4 3 4 1 1 Shipping time
2 4 4 4 4 Price
1 2 1 3 3 Price
3 5 3 3 4 Price
2 2 3 2 2 Price

1 1 1 2 2 Price
1 1 3 3 3 Price
2 3 2 3 4 Price
3 2 1 1 1 Price
1 1 1 1 3 Price
3 1 1 2 2 Price
3 5 5 4 5 Price

2 5 1 2 1 Price
5 5 1 1 5 Shipping time
2 4 2 3 3 Price
4 5 5 4 4 Price
3 4 4 1 1 Price
1 5 1 3 5 Price
1 4 3 1 1 Price

2 4 2 2 1 Price
2 3 2 2 1 Price
1 5 1 2 1 Price

Of the following factors, What is your biggest con What social media do yo What media outlets do y
Shipping time Clothing will be damage Facebook none.
Clothing must follow ne Clothing will be damage Facebook Pinterest
Clothing must follow ne Clothing won't fit Facebook Pinterest
Shipping time Clothing will be damage Instagram Pinterest
Shipping time It will be difficult to make Facebook Pinterest, Stores
Shipping time The cleanliness of the cl Instagram Magazines
Clothing must follow ne Clothing will be damage Facebook None
Shipping time It will be difficult to make Facebook Ads
Clothing must follow ne It will be difficult to make Facebook None Retailers ads and fliers
Clothing must follow ne Clothing won't fit Facebook Pinterest Pinterest
Clothing must follow ne It will be difficult to make Instagram Pinterest
Clothing must follow ne It will be difficult to make Facebook
Shipping time It will be difficult to make Facebook Whatever my kids tell m
Shipping time Clothing will be damage Facebook None
Shipping time Clothing will be damage Facebook
Must allow returns Clothing will be damage Instagram Blogs
Shipping time Clothing won't fit Facebook Blogs
Shipping time Clothing won't fit Facebook
Quality of clothing Clothing won't fit Facebook Pinterest Pinterest
Clothing must follow ne Clothing will be damage Facebook Kids opinion
Shipping time Clothing will smell Facebook Pinterest, Trends in sch How other kids dress
Shipping time Clothing won't fit Facebook Pinterest Social media
Shipping time Clothing won't fit Facebook Pinterest N/A
Shipping time Clothing won't fit Facebook Store
Shipping time Clothing won't fit Facebook Fashion magazines Style
Please give specific examples of what outlets you use mos
I ask my children what they like to wear. They each have a
My two female children are 7 years apart. The older daught
Anything from baby gap or gymboree
Target, carters, Oshkosh ... All advertisements
They are at the age where they know what they want, with
Ads via newspaper, sale brochures via newspaper.
None, my kids tell me what they want to wear
Commercial & what my children want
Don't rely on the media--most inspiration comes from frien
She is 16 so she makes buying decisions
We go to a store and get what both of us agree to.

Shipping time Clothing won't fit Facebook tv Disney channel
Clothing must follow ne Clothing won't arrive in a Facebook Pinterest
Price Clothing will be damage Facebook
Clothing must follow ne Clothing won't fit Facebook Instagram
Clothing must follow ne Clothing won't fit Facebook What they like.
Clothing must follow ne Clothing won't fit Facebook Fashion magazines prefer not to answer.
Must allow returns Clothing won't fit Instagram
Must allow returns Clothing won't fit Instagram I inspire myself when dr Car and Driver
Shipping time Clothing will be damage Facebook Pinterest
Clothing must follow ne Clothing will be damage Facebook Fashion magazines
Clothing must follow ne Clothing won't fit Facebook Friends
Clothing must follow ne Clothing won't fit Facebook Fashion magazines People
Must allow returns Clothing will be damage Facebook Pinterest Pinterest
Shipping time It will be difficult to make Facebook Pinterest
Shipping time Clothing won't fit Facebook Fashion magazines
Redbook
Parents
Vogue
More
Shipping time Clothing will be damage Facebook community, sports
Must allow returns It will be difficult to make Facebook Instagram
Shipping time Clothing will be damage Facebook Fashion magazines
Clothing must follow ne Clothing won't fit Facebook other kids
Shipping time Clothing won't fit Facebook
Clothing must follow ne Clothing won't fit Facebook Fashion magazines
Vogue
People
Style
Catalogues
Must allow returns Clothing will be damage Facebook Pinterest
Must allow returns Clothing will be damage Facebook Pinterest Target, Old Navy
Cosmopolitan
Vogue
I inspire myself when dressing.
Classic fashion for boys I feel is less "Trendy"
Catalogs, Lands End, Dick's, Victoria's Secret, Limited
They are 17 yr and older.... Pick out their own clothes

Must allow returns Clothing won't fit Facebook Pinterest
Quality of clothing It will be difficult to make Instagram Instagram
Must allow returns It will be difficult to make Facebook I just ask them what they
Shipping time It will be difficult to make Facebook Kids
Shipping time Clothing won't fit Facebook Other people
Clothing must follow ne It will be difficult to make Facebook Sales for the week
Price Clothing won't fit Facebook Pinterest
Must allow returns It will be difficult to make Facebook Pinterest
Clothing must follow ne Clothing won't fit Facebook tv Tv ads
Quality of clothing Clothing won't arrive in a Facebook Fashion magazines Us, People
Must allow returns Clothing won't fit Facebook
Clothing must follow ne Clothing won't fit Facebook Fashion magazines Vogue
Clothing must follow ne It will be difficult to make Facebook Fashion magazines Vogue
Clothing must follow ne Clothing will be damage Facebook Television
Clothing must follow ne It will be difficult to make Facebook Instagram
Clothing must follow ne It will be difficult to make Facebook Instagram
Clothing must follow ne Clothing will be damage Facebook Instagram
Shipping time It will be difficult to make Facebook Pinterest
Shipping time Clothing will be damage Facebook Ads from companies
Clothing must follow ne Clothing will be damage Facebook
Clothing must follow ne It will be difficult to make Facebook None
Clothing must follow ne It will be difficult to make Facebook Fashion magazines
Price It will be difficult to make Facebook Pinterest
Shipping time Clothing will be damage Facebook Catalog
Lands' End
LL Bean
Clothing must follow ne Clothing won't fit Facebook Sales I don't go by fashion.
Must allow returns Clothing will be damage Facebook Sports pro athletes
Clothing must follow ne Clothing will be damage Facebook None
I don't read anything for fashion.
What I see in the store displays
Janie and Jack and certain designers on etsy
I just find cute affordable outfits doesn't have to be trendy it

Clothing must follow ne Clothing won't fit Facebook child's choice of style
Clothing must follow ne It will be difficult to make Facebook none CWD Kids
Clothing must follow ne Clothing won't fit Facebook
Shipping time Clothing won't fit Facebook TV
Clothing must follow ne Clothing won't fit Facebook she's 15 and makes her
Clothing must follow ne all of the above Facebook What I see in the store
Clothing must follow ne Clothing will be damage Facebook clothing ads
Shipping time Clothing will be damage Facebook None. They choose
Clothing must follow ne It will be difficult to make Facebook Pinterest
Shipping time Clothing won't fit Facebook Instagram
Price Clothing will be damage Facebook Children themselves
Clothing must follow ne It will be difficult to make Facebook Blogs
Clothing must follow ne Clothing won't fit Facebook Blogs Khols
Must allow returns Clothing will be damage Facebook Fashion magazines, Tel
Clothing must follow ne Clothing won't fit Facebook I ask them their opinions
Girl (9)
Boy (8)
Must allow returns Clothing won't arrive in a Facebook Fashion magazines
Shipping time It will be difficult to make Facebook None
Clothing must follow ne Clothing won't fit Facebook none
Clothing must follow ne Clothing will be damage Facebook I follow their lead
Shipping time Clothing will be damage Facebook None. None
He is into comic books, television, role playing tabletop ga
What I get as hand me downs.
The kids channels usually show the upcoming fashion tren
See above answer. The only stipulations I enforce are that
I enjoy looking at magazines but their idea of a "good deal"
Clothes ads, or what is displayed in stores.
They choose for themselves. Two older boys, so I have no
How kids dress on children's shows, what is being sold at t
My children are older now. But at one time I did a lot of at
One of my girlfriend just turned me on the a consignment s
Clothing catalogs like Lands End, LLBean, etc.
As long as the clothing is age appropriate, I let my kids dec
I am 60 years my youngest is 29. They buy for themselves.

Clothing must follow ne Clothing won't fit Facebook None Comfort
Shipping time Clothing will be damage Facebook Fashion magazines
Shipping time Clothing won't fit Facebook None None
Must allow returns All of the above Facebook Fashion boutiques
Clothing must follow ne Clothing won't fit Facebook None
Shipping time Clothing won't fit Facebook Pinterest I like vogue
Clothing must follow ne Clothing won't fit Facebook Instagram
Shipping time It will be difficult to make Facebook
Price Clothing will be damage Facebook Blogs, Pinterest, Fashio
Clothing must follow ne Clothing won't fit Facebook their personal tastes
Shipping time Clothing will be damage Facebook TV
Clothing must follow ne It will be difficult to make Facebook Nonsb Asking other children.
Clothing must follow ne Poor quality Facebook Catalogues/Emails
Shipping time It will be difficult to make Facebook Fashion magazines Elle
Quality of clothing Clothing won't arrive in a Facebook Fashion magazines
Shipping time Clothing won't fit Facebook Nothing
Shipping time It will be difficult to make Facebook Store websites
Clothing must follow ne Clothing won't fit Facebook online advertising Online advertising
Shipping time Clothing won't fit Facebook Pinterest, Instagram
Clothing must follow ne Clothing won't fit Facebook none
Shipping time Clothing will be damage Facebook Blogs, Pinterest
Shipping time It will be difficult to make Facebook
Clothing must follow ne It will be difficult to make Facebook None N/a
Shipping time Clothing will be damage Facebook Instagram
I have young boys who like comfy clothes. They don't care
Seeing what they are selling in the boutiques. Also, brands
My children are now young adults and have their personal
My kids tell me the styles
In style , people fashion edition ,
I don't look at any outlets, except perhaps their classmates
Old Navy, Carters, Disney

Price Clothing won't fit Facebook Instagram
Shipping time It will be difficult to make Facebook Store mannequin
Clothing must follow ne Clothing won't fit Facebook Fashion magazines People,
Must allow returns Clothing will be damage Instagram I buy what they ask for.
Clothing must follow ne It won't be as pictured Facebook NONE
Must allow returns Clothing won't fit Facebook
Shipping time Clothing will be damage Facebook In store displays
Clothing must follow ne Clothing will be damage Facebook Instagram
Shipping time It will be difficult to make Instagram Fashion magazines
Shipping time Clothing will be damage Facebook My child
Clothing must follow ne Clothing will be damage Facebook Clothing store ads via e
Shipping time Clothing will be damage Facebook Blogs, Pinterest
Clothing must follow ne Children are grown Facebook None
Shipping time Clothing won't fit Facebook Instagram
Shipping time Clothing will be damage Facebook Rely on kid requests j crew, vineyard vines,
Must allow returns Clothing will be damage Facebook School ...
Shipping time It will be difficult to make Facebook Other people
Clothing must follow ne It will be difficult to make Facebook What my child asks for
Clothing must follow ne It will be difficult to make Facebook None Other kids!
Shipping time Clothing won't fit Facebook Pinterest, Clothing catal
Shipping time Clothing won't fit Facebook Television
Clothing must follow ne It will be difficult to make Facebook Fashion magazines, Ads
Fashion magazines, Instagram
Macy's catalog. American eagle catalog.
My Children are old enough to tell me what they want. I do
What I see on other kids and in the stores.
We buy what she likes not what others are wearing
I have a few "go to" stores where I have signed up to recei
Don't know, I'm the dad.
Talbots Kids, Old Navy, Gap Kids, Pinterest
Target ad, JC Penney ad, Macy ad

Clothing must follow ne Clothing will be damage Facebook
Price Clothing will be damage Facebook
Clothing must follow ne It will be difficult to make Facebook none
Clothing must follow ne It will be difficult to make Facebook Blogs, Pinterest
It's not about the fashion. Kids should just be kids. I go by
They are kids its either going to get stained, torn or grow

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